Consumer decision mechanism of plywood printed clothing

Taking plywood printed garments as an example of a Chinese intangible cultural heritage product, we investigated the influence of customer participation on purchase intention for these garments. We collected data from 317 customers and developed a structural equation model to assess the mediating role of cultural identity in this relationship. The results showed there was a significant positive relationship between customer participation and purchase intention, which was mediated by cultural identity. Our findings enhance understanding of the relationships among customer participation, cultural identity, and purchase intention for intangible cultural heritage products. The findings also provide practical suggestions for companies seeking to increase consumer purchase intention for these products.